Ways of using guerrilla marketing in SMEs
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F14%3APU110733" target="_blank" >RIV/00216305:26510/14:PU110733 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1016/j.sbspro.2015.01.1200" target="_blank" >http://dx.doi.org/10.1016/j.sbspro.2015.01.1200</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.sbspro.2015.01.1200" target="_blank" >10.1016/j.sbspro.2015.01.1200</a>
Alternative languages
Result language
angličtina
Original language name
Ways of using guerrilla marketing in SMEs
Original language description
Marketing communication has become more important than ever before because of the building strong relationships with customers. Relationship marketing should be basis for SMEs be able to be competitive and successful. The paper provides an overview of current trends of using guerrilla marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of guerrilla marketing communication supports this approach with data from primary research collected by the authors. Adequate guerrilla campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of guerrilla marketing in connection with gender of the customer and identify possible trend of guerrilla marketing campaigns in SMEs. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market especially in the area of beverages, food, sport/entertainment and beauty products.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014)
ISBN
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ISSN
1877-0428
e-ISSN
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Number of pages
7
Pages from-to
268-274
Publisher name
Neuveden
Place of publication
Madrid
Event location
Madrid
Event date
Sep 1, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000380495700034